Rio Visitors Wifi, Rio`s premier paid and public (outdoor) wifi network made for foreign tourists needed to increase their wifi access voucher sales. I got to work, using the conversion rate optimization techniques I know, coupled with AB testing. We did a total of 40+ experiments: headline, price point, reference price, trust elements, payment methods, mascots and hero images, alternate buying options, bundles and promotions, count-down timers etc etc.

It took a while, but we managed to get voucher sales from 0.5% to 7% within 18 months. They are now highly profitable, expanding to other travel destinations, using the tested landing and sales page we fine-tuned.

The method was strict AB testing with a simple PHP script I created that divided traffic between the A and B pages. I did a new test every 10 days or so. Tracking was also simple: page A price tags ends in 99 cents while page B ends in 95 cents. This made the tracking bullet proof and measurements easy to do on Stripe's dashboard.

Over the 18 months we tested:

- headlines (in 3 languages... the english headline appeals to fear of staying offline while the spanish headline appeals to how quickly they can be connected)

- image vs mascot vs graphic (mascot sells better)

- price points (many times... the pricier the better, up to a point)

- price anchoring (helped!)

- payment methods (one is better than two, for some reason)

- trust elements (physical addresses, certification badges and BBB type seals)

- FAQs (worked if collapsed)

- product description (didnt work!)

- wifi coverage map (didnt work!)

- promotional bundles and bonuses (didnt work!)

- refund guarantee (worked!)

This video shows the thought process and what was tested, along with the result.

#conversionrateoptimization #cro #abtesting #salesfunnel #splittesting #salespage